SM Beauty, the Philippines’ top beauty retailer, turned up the volume this Pride Month with the return of its boldest campaign yet – So Much Pride 2025.
Known as a beauty playground for all, SM Beauty continues to break boundaries by celebrating makeup and skincare as more than just self-care tools – they’re instruments of individuality, confidence, and identity. Teaming up with a powerhouse roster of brands like BYS, Careline, BLK, Vice, Sunnies Face, Maybelline, L’Oréal, The Body Shop, Nivea, and Snailwhite, among others, SM Beauty reinforced its commitment to inclusivity through every shade, swipe, and story.
This year’s So Much Pride campaign spotlighted the deeper meaning behind beauty. Every face that showed up—whether in full glam or bare skin-carried a story of strength, authenticity, and transformation.
The celebration culminated on June 24 at SM North EDSA The Block, where color, community, and creativity collided in a live spectacle featuring iconic LGBTQIA+ personalities. The stage lit up with empowering performances by Sassa Gurl (Oxecure/Snailwhite), Kimtwins (OMG), MYX Chanel (BYS), Precious Paula Nicole (Nivea), Astrid Mercury (YOU), and more. Each act brought not just glamor but purpose—highlighting how beauty can be a powerful act of resistance, resilience, and self-love.
Returning as the face of SM Beauty’s Pride campaign was Naia Black, alongside AC Soriano, proudly representing a generation that refuses to be boxed in. Throughout the evening, stories of love, legacy, and liberation echoed through conversations, performances, and powerful statements on-stage and off.
As Madey Dela Cruz, Senior Category Manager for Cosmetics, shared:
“Beauty has always been about expression. For the LGBTQIA+ community, it’s a ritual of resilience. We’re proud to be a platform that tells real stories, supports inclusive brands, and builds safe spaces—everywhere and every day.”
The So Much Pride 2025 campaign lives on with ongoing activations in all SM Beauty locations, including an immersive installation at SM North EDSA open until June 30.
Join the movement by tagging #SMBeauty, #SoMuchPride, and #PrideMonth, and follow @smbeautyph on Instagram, Facebook, and TikTok for more colorful updates. Because beauty isn’t just skin deep – it’s who you are.
